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GAP Selling, designed by Keenan, is a sales approach that offers an innovative and pragmatic perspective for understanding and solving customer problems. This methodology is based on the identification and resolution of discrepancies (gaps) between clients’ current state and their desired goals. Here’s a comprehensive exploration of GAP Selling and its application in B2B sales.
Understanding GAP Selling: Identifying Gaps to Create Value
GAP Selling is based on a fundamental principle: customers buy to fill a gap between their current situation (“As-Is”) and their desired situation (“To-Be”). This gap can be financial, operational or strategic. By clearly identifying this gap and its implications, salespeople can position themselves as strategic partners rather than just salespeople.
The key elements of GAP Selling are:
- Discovery of the current state (“As-Is”) : Understand where the customer is today.
- Definition of the desired state (“To-Be”) : Identify what the client is trying to achieve.
- Quantifying impacts : Measure the financial, human or strategic consequences of not closing this gap.
- Solution positioning : Show how your product or service can solve these problems.
Before, during and after the customer meeting: The operational structure of GAP Selling
GAP Selling is distinguished by a collaborative and structured approach, organized around the stages before, during and after the customer meeting.
1. Before the client meeting
- In-depth analysis : Conduct research on the client’s current state (“As-Is”), including current performance, strategic objectives and key challenges.
- Preliminary definition of the desired state (“To-Be”) : Formulate a hypothesis about what success might mean for the client, in terms of measurable results.
- Planning questions : Create a set of open questions to guide the client in identifying critical gaps themselves.
2. During the customer meeting
- Active discovery : Conduct a conversation to help the client discover their own gaps. Use active listening techniques to clarify implicit needs and goals.
- Quantifying impacts : Help the client measure the opportunity costs and risks associated with the current situation.
- Building value : Position your solution as a critical bridge to achieving the desired state, with a focus on measurable benefits.
3. After the customer meeting
- Validation of deviations : Document variances and their impacts, with client consent, to ensure all parties are aligned.
- Action planning : Propose a clear roadmap to resolve issues and reach the “To-Be” state.
- Results-oriented monitoring : Measure progress at regular intervals and adjust actions based on emerging needs.
The strengths of GAP Selling
1. A customer-centric model
Unlike other methodologies that focus on product features, GAP Selling focuses on the customer’s needs, aspirations and problems. This builds trust and fosters long-term strategic relationships.
2. An impact-oriented approach
By highlighting the costs of inaction and the positive consequences of resolving issues, GAP Selling helps customers justify their purchasing decisions.
3. Adaptability to various sectors
Whether in technology, healthcare or industry, GAP Selling is a methodology adaptable to a wide variety of contexts.
Concrete example: GAP Selling in action
A SaaS provider adopted GAP Selling to reposition its sales pitch. During a discussion with a potential customer, the sales team helped the customer identify a critical gap: significant time loss due to manual processes. By quantifying this impact at over €500,000 per year and showing how their automated solution could eliminate these costs, the supplier was awarded a three-year contract, valued at over €1 million.
Limits to take into account
- Demanding on sales skills : GAP Selling requires salespeople with great listening, analysis and communication skills.
- Risk of over-analysis : Excessive focus on gaps can slow down the process if the steps are not managed well.
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